We all know that SEO is evolving, right? The SEO world is prone to earthquakes, and the ground has been moving a lot lately. One of the latest temblors is a development known not-so-affectionately as “Not Provided.”

In the good old days, a useful thing you could do was to log into your Google Analytics setup and see exactly what words and phrases people were using to find your site.

Then Google started to hide that information for some searches. And in September, Google decided to make 100% of that search term data “not provided.”

So we web publishers have had a major piece of data — the precise strings of words that folks are using to find us — taken away. Which should be a major bummer for those of us who want to give web searchers a great experience with our wonderful content.

But it’s not worrying us here at Copyblogger, and it doesn’t need to worry you either.